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Marketing managers are facing the challenge of reaching a global audience which is increasingly aware of marketing techniques and is becoming more selective about where and how limited resources are spent.
This is why our MSc will provide you with the tools to plan effectively and strategically in this dynamic, international environment, alongside a thorough grounding in all of the key marketing skill areas (for example, market research, business strategy and consumer behaviour).
You will be introduced to the main theories and perspectives of marketing, and to their value and limitations in use, along with proposed alternatives. The programme also explores the role of marketing within the organisation and how different national contexts may impact what we think of as universal marketing principles.
- International Summer School
MSc students can choose to take part in an overseas Summer School at a range of partner institutions and enjoy a mix of academic and cultural activities over a two- to four-week period.
You will study
- International Business Environment and Strategy
- Market Research
- Principles of Marketing Management
- Integrated Marketing Communications
- International Marketing
- Buyer Behaviour
- Professional Skills and Ethics
- Research Methods
You will also undertake a dissertation or project in an area of interest.
International Business Environment and Strategy encompasses complex and unpredictable factors, including trade, cultural and legislative barriers. You will analyse the process of globalisation and identify the best market approaches to secure competitive advantage.
Market Research accepts that marketing information is central to marketing decision making and reviews various research methods and approaches. It also explores how data from different sources may provide elements of a marketing information system.
Principles of Marketing Management focuses on the needs of customers and on providing value, emphasising an integrated, strategic approach. It uses marketing simulations and the marketing plan to enable you to develop analytical skills and marketing strategies.
Integrated Marketing Communications examines the nature, role and importance of marketing communications and promotion management in the light of their behavioural foundations. You will consider internal and external communications as well as new channels in the communications mix.
International Marketing explores the process of extending domestic operations into a different national market. It examines the merits of standardised and adapted marketing solutions in global marketing and the impact of national culture on marketing operations.
Buyer Behaviour builds an understanding of how consumers and organisations make purchasing decisions, investigating influences such as culture, social class, perceptions and attitudes.
In addition to your chosen specialism, you will develop transferable professional skills and ethics through two core modules (Professional Skills and Ethics, and Research Methods) and a dissertation (or company project).